In the ever-evolving landscape of email marketing, personalisation has become the Holy Grail for boosting engagement and conversion rates. For eCommerce brands, harnessing the power of data-driven personalisation can make all the difference.
Emails tailored to individual needs witness a remarkable increase in engagement…
- Marketers who segment their campaigns increase revenue by as much as 760%. Campaign Monitor (from Data & Marketing Association)
- 89% of businesses are starting to invest in personalisation. These include the likes of Coca-Cola, Netflix, Sephora, and Wells Fargo. Forrester
As a marketing manager or director, it’s crucial to recognise the impact of personalisation on your bottom line.
3 Core Data Pieces That Drive Personalisation and Conversion
Crafting tailored messages that resonate with your audience is the key to building meaningful connections and driving conversions. To achieve this, tapping into the wealth of data at your disposal is essential.
By harnessing customer behaviours, demographic data (known data), and purchase history, these three key data elements unlock the gateway to crafting emails that resonate deeply, fuel engagement, build lasting connections, and ultimately boost conversion rates.
- Purchase History Insights:
- Personalised Recommendations: Analysing past purchases allows you to suggest complementary or upgraded products that align with each customer’s buying habits.
- Cross-selling Opportunities: Leverage purchase history to propose items often bought together, encouraging increased cart value.
- Replenishment Reminders: Recommending repurchase of consumables based on historical buying patterns showcases care for customer needs.
- Browsing Behaviour:
- Tailored Suggestions: Tracking the products a customer has browsed helps you craft emails with items they’ve shown interest in, increasing relevance.
- Abandoned Cart Recovery: Send gentle reminders of unpurchased items, coupled with support, social proof and related product recommendations, nudging users toward conversion.
- Upselling: Highlight premium versions of products a customer has shown interest in, backed by compelling reasons to upgrade.
- Demographic Insights:
- Regional Relevance: Factor in location to recommend products that suit local trends, stores or weather conditions, enhancing the customer’s connection with your brand.
- Age and Gender-Based Recommendations: Tailor suggestions according to demographics, showing a deep understanding of individual preferences and needs.
- Special Occasion Offers: Leverage birth dates and key occasions to send timely recommendations and discounts, fostering loyalty.
Translating Data into Engaging Content
When implementing insights from these core data sets into your content, focus in on 3 key areas:
- Subject Lines that Spark Interest:
- Personalised references: Reference previous purchases or demographic data to connect your subject line to their real-world experience
- Personalised Offers: Incorporate product names or categories in subject lines to pique curiosity and increase open rates.
- Urgency and Scarcity: Combine purchase history with phrases like “Your favourite is back in stock” to instil a sense of urgency.
- Utilising Dynamic Content Blocks to Deliver Personalised Content:
- Showcasing Diversity: Utilise purchase history, browsing behaviour, and demographics to populate email content blocks with a range of products that cater to different interests.
- Eye-Catching Visuals: High-quality images showcasing recommended products, backing up your core content, capture attention and create a compelling visual experience.
- Clear Call to Action (CTA):
- Tailored Messaging: Align CTAs with recommended products, using language that emphasises benefits the customer cares about.
- Simplified Path to Purchase: Direct customers to a pre-filled shopping cart or a curated landing page for a seamless buying journey.
Revolutionising eCommerce Email Campaigns
In the competitive world of eCommerce, embracing data-driven personalisation is no longer optional; it’s the key to standing out, engaging customers, and driving conversions.
By leveraging insights from purchase history, browsing behaviour, demographics, and location, marketing managers and directors can craft hyper-personalised email campaigns that resonate with customers on a deeper level.
Embrace these strategies, harness the power of data, and watch as your email marketing ROI soars to new heights in the dynamic UK eCommerce landscape.
To discover how eFocus Marketing can help you do exactly that, contact us today and schedule your free 30 minute consultation call with one of our experts.
